The Antigua and Barbuda Tourism Authority (ABTA) dazzled attendees at this year’s World Travel Market (WTM) at ExCeL London, creating an immersive and dynamic experience that truly captured the essence of the twin-island paradise.
This premier global travel event, held from Tuesday, 5th November to Thursday, 7th November, allowed the ABTA UK team, led by Cherrie Osborne, Director of Tourism UK & Europe, to connect with trade partners, tour operators, media, content creators, and other key industry figures. Over the three-day exhibition, visitors were transported to the Caribbean, experiencing Antigua and Barbuda’s most engaging stand yet, designed to embody the culture, warmth, and charm of the islands.
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The stand was buzzing throughout the event, attracting attendees with a variety of experiences that offered something for everyone. Visitors were captivated by the presence of cricket legend Sir Vivian Richards, who joined ABTA for a special bat signing, adding to the vibrant atmosphere and excitement.
“We wanted our stand to break the mold and offer something truly distinctive, reflecting the vibrant character and warmth of Antigua and Barbuda,” said Cherrie Osborne, Director of Tourism UK & Europe. “The response has been incredible, with guests fully embracing every element, from live art to the sounds and flavours of the islands.”
The ABTA stand provided guests a deep dive into the rich culture of Antigua and Barbuda, featuring daily live murals by celebrated Antiguan artist Guava De Art, whose colourful creations included tributes to the islands’ art scene, such as a pineapple and a striking painting of Sir Vivian Richards. Designed as a multi-sensory experience, the stand immersed visitors in the sounds of Soca, Steelpan, and natural island ambiance via a unique silent disco, bringing the rhythm and energy of Antigua and Barbuda to life.
In collaboration with The Rocks Group, owners of Sheer Rocks, Catherine’s, Rokuni, and Roquita, a beach bar within the stand served signature cocktails and mocktails, giving visitors a taste of island life and creating a welcoming space for networking.
ABTA’s commitment to marine conservation was also in the spotlight, with an innovative virtual reality (VR) Coral Reef Restoration Experience by Winged Whale Media. Guests explored the Coral Reef Restoration Project up close, showcasing the island’s dedication to environmental sustainability and inspiring a deeper appreciation for its natural beauty.
“UK travellers play a vital role in our tourism success, with 48,787 arrivals year-to-date in 2024,” said Colin C. James, CEO of the Antigua and Barbuda Tourism Authority. “Their preference for extended stays, averaging nearly 11 days, makes a significant contribution to our local economy and allows visitors to fully immerse themselves in the experiences our twin islands offer.”
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On Wednesday, ABTA hosted a lively speed networking session, where cocktails and connections brought together media, tour operators, and content creators to discuss future collaborations and celebrate the islands. ABTA engaged with a select group of key trade and consumer media throughout the event, sharing exciting updates for 2025 and highlighting Antigua and Barbuda’s ongoing appeal as a top Caribbean destination.
Reflecting ABTA’s dedication to sustainability, the stand was created in partnership with Wild, featuring FSC-certified wood, recyclable vinyl, and fabrics made from recycled yarns. Built with reusability in mind for future events, the stand exemplified Antigua and Barbuda’s culture of giving back, and in honour of this partnership, Wild will plant 200 trees.
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ABTA was joined at WTM by esteemed Antiguan partners, including Azingo Hospitality, Blue Waters Resort & Spa, Carlisle Bay, Hermitage Bay, Rocks Group, Elite Island Resorts, St James Travel and Tours, Sunrise Airways, and Tamarind Hills Resort and Villas, each highlighting the islands’ luxurious offerings. WTM 2024 solidified Antigua and Barbuda’s presence as a leader in the travel industry, leaving an indelible impression and positioning the twin islands as a top choice for travellers worldwide.
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